What is Retargeting?

Have you ever wondered how you could convert leads into sales? Retargeting is your answer. Prospective consumers are more likely to click on advertisements that are appealing & colorful, as opposed to boring, black & white advertisements. In addition, the delivery and message of your ad should be straightforward – not disingenuous. Thus, if the individual clicks on your advertisement, you have successfully made a lead. Your next goal would be for that same consumer to purchase one of your products (i.e. E-books, DVD’s, etc.) through your online store. If s(he) does NOT make a purchase, you have failed to make a sales conversion.

Failure to make sales conversions can be extremely frustrating, especially after you have made large investments in online marketing campaigns. If you don’t see the conversion rates that you previously envisioned, fret no longer! When you incorporate retargeting methods to your business, you will be able to gain brand awareness and trusting relationships with prospective consumers; thus, increasing your overall conversion rates.

How Does Retargeting Work?

When a consumer visits your website via Google Search or your advertisement, your server automatically tags his/her IP Address – which is a numerical label assigned to a computer using an Internet Protocol. Then, that consumer’s IP address will be recorded into your server’s database.

There are four types of retargeting: Site, Search, Social, and Behavioral:

Site Retargeting – When a new person visits your website, his/her IP address is logged into your database; therefore, adding him/herself into your overall audience. From this point forward, your ad may be displayed on the other websites that he/she visits. When this person sees your ad on multiple websites, curiosity may prompt him/her to click on your ad once again.
Search Retargeting – You and your visitor have no prior business relationship, since that individual was directed to your media (i.e. image, video, audio) via a relevant keyword search from Google, Yahoo, or Bing.
Social Retargeting – Again, you and your visitor have no prior business relationship. Your goal is to target a different audience via multiple social mediums (i.e. Facebook, Twitter, Google+, Pinterest, Linkedin, etc.). When an individual likes, tweets, or re-pins your post, your daily page views will increase.
Behavioral Targeting – This form of retargeting focuses more on the “behaviors” or the preferences of the visitor. For example, if you were directed to Netflix.com via a Netflix advertisement, you may be classed as a “Movie Buff.”